Rising temperatures revive demand, but policy uncertainty continues to trouble traders
BENGALURU
After a sluggish 2025, Bengaluru’s beer market is witnessing a notable revival this summer, with soaring temperatures driving up consumption across the city. Traders and industry stakeholders say the heat has brought back demand, though policy changes and pricing uncertainties still cast a shadow over long-term growth.
According to the Excise Department, beer sales in January 2026 rose by 10.6 percent compared to the same month last year, touching 27.9 lakh carton boxes. While February saw a dip of 4.6 percent, the trend quickly reversed, with March recording a 14 percent increase and April registering the highest growth at 21 percent.
Sampath Kumar, Vice-President of the Karnataka Wine Merchants’ Association, attributed the surge largely to seasonal demand and the ongoing IPL season. “Consumers tend to prefer beer over hard liquor during hot weather, especially while watching matches,” he said. However, he cautioned that frequent policy shifts and fluctuating pricing continue to create instability in the sector.
Pub owners echoed similar concerns, noting that while summer and college holidays have boosted footfall, the gains are modest compared to losses suffered over the past year due to repeated regulatory changes.
Vinay Chandrashekar, founder of Long Boat Brewing Co in Marathahalli, highlighted evolving consumer preferences, particularly among younger drinkers. “There is growing demand for low-alcohol beers, around 2–3 percent, such as Berliner Weisse styles. These are light, refreshing and often infused with flavours like watermelon, mango or cucumber,” he said.
Industry officials also pointed to anticipatory stocking ahead of potential tax revisions as a factor behind the spike.